This study models overall and bilateral tourism competitiveness in small Pacific island countries (PICs), namely, Cook Islands, Fiji, Tonga, Samoa and Vanuatu. The pooled mean group approach, which corrects for cross-sectional dependence and non-stationarity, is used for estimation with quarterly data from 2002 to 2019. The findings indicate that for Fiji and Vanuatu, other PICs are competing destinations and that Fiji and Vanuatu face the strongest bilateral competition amongst the selected PICs. Cross-price elasticities are insignificant for Tonga and are generally negative for the Cook Islands and Samoa. Thus, while for Fiji and Vanuatu, the Cook Islands is a competing destination, Fiji and Vanuatu are complementary destinations for the Cook Islands. Therefore, destinations that more closely resemble each other face stronger competition, and the nature and strength of competitive behaviour between two destinations are different for each concerned destination.
